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Publicação
Green vs. Fast Influencers: Does sustainability perception influence purchase intention?
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Autores
Resumo(s)
This study examines how influencer attributes and psychological mechanisms shape consumer responses in the fashion context. Guided by Source Credibility Theory, the research investigates how trust, credibility, information quality, and uniqueness influence parasocial interaction and, consequently, perceived green value, engagement, and purchase intention. A between-subjects experiment was conducted with 320 participants exposed to one of two controlled video stimuli. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that trust, credibility, and information quality consistently predict parasocial interaction, which emerges as the dominant emotional mechanism driving engagement and purchase intention across both influencer types. Multi-group analysis revealed that sustainability-oriented audiences rely more on relational trust and authenticity, whereas fast-fashion followers respond more strongly to informational cues. Overall, the study demonstrates that influencer effectiveness depends not only on message content but on the alignment between cognitive cues and emotional connection. The findings offer theoretical contributions to the literature on parasocial interaction and greenwashing and provide practical guidance for brands operating in both sustainable and fast-fashion communication contexts.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Green Influencers Fast Influencers Influencer Attributes Green Perceived Value Greenwashing Purchase Intentions